04 · Brand & Market Positioning
Brand Strategy, Positioning & Messaging
Define how your organization is seen, remembered and chosen — and say it clearly.
The business challenge
The organization does good work but struggles to explain why it’s different. Messaging varies by person and channel, and the brand hasn’t kept pace with the strategy.
- Difficulty explaining what makes you different
- Messaging that varies across people and channels
- A brand that no longer reflects the strategy
- Competing on price because the value isn’t clear
Who the engagement serves
Executives, owners and marketing leaders of organizations preparing to grow, reposition or enter new markets.
Questions we help answer
- How is our brand currently perceived and expressed?
- What distinct, defensible position can we own?
- What should we say, to whom, and how?
- Where are the gaps in our brand infrastructure?
Our approach
- 01
Assess
Our Brand, Media & Marketing Assessment reviews eight dimensions — from identity and messaging to thought leadership, digital presence and scale readiness.
- 02
Position
Define your category, competitive differentiation and position.
- 03
Message
Build a messaging architecture for your key audiences.
- 04
Prioritize
An executive debrief and a priority roadmap.
Engagement scope and duration are tailored to your situation.
Potential deliverables
- Brand, Media & Marketing Assessment scorecard
- Findings report and executive debrief
- Competitive analysis
- Positioning framework
- Messaging architecture
- Priority roadmap
Deliverables are what we produce with you. Outcomes depend on how they are put to work, which is why we agree on how progress will be reviewed from the start.
Scope: The Brand, Media & Marketing Assessment is a proprietary POSITION diagnostic, not a validated third-party instrument.
Implementation support
We can support the rollout of new messaging with leaders and teams, and connect it to marketing operations and brand implementation.
How progress is reviewed
The assessment provides a baseline across its eight dimensions; we review agreed indicators against it at milestones.
Relevant consultants
Dr. Kelvin Thomas, EdD, MBA, PCC
Executive Management, Organizational Consulting & Leadership Advisory
Terry McDougall
Executive Coaching, Marketing Strategy & Commercial Leadership
Consultants are listed for relevant background. This does not make anyone a practice lead or mean each person delivers every part of an engagement; Dr. Kelvin Thomas assembles the team around each engagement.
How we handle the limits of consulting, coaching and assessments, and the information you share: Consulting, Coaching & Assessment Notice · Confidentiality & Information Handling
Also connected to: Strategy & Business Growth
More in Brand & Market Positioning
Marketing Strategy & Executive Thought Leadership
Move from ad hoc marketing to a deliberate plan — and make your leaders’ expertise visible.
- Marketing plan
- Persona framework
- Channel strategy
Marketing Operations & Brand Implementation
Organize the people, processes and resources that put brand and marketing strategy into practice.
- Marketing-operations assessment
- Brand governance and usage guidance
- Messaging implementation plan
Let’s discuss what needs to move forward.
Tell us about the challenge behind your interest in brand strategy, positioning & messaging. We’ll explore where support could be useful and whether POSITION is the right fit.